Marketecture: Get Smart. Fast. Episode 113: In-app measurement with Brian Quinn of AppsFlyer, plus lots of M&A news
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Mar 7, 2025 Brian Quinn, President and GM of AppsFlyer, dives deep into the world of mobile measurement and attribution. He shares insights on the challenges posed by Apple’s App Tracking Transparency and how it reshapes data management. The conversation highlights conflicts of interest in app measurement, especially with recent acquisitions like AppLovin's purchase of Adjust. Quinn also discusses the ripple effects of strategic acquisitions in the digital advertising space and the evolving role of AI in enhancing brand interactions.
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AppsFlyer Overview
- AppsFlyer is the leading mobile attribution company, helping app developers and marketers measure and grow their businesses.
- They are a significant player in the mobile app ecosystem with a large market share and global presence.
MMP Market Evolution
- The mobile measurement partner (MMP) market remains robust but has evolved significantly due to Apple's App Tracking Transparency (ATT).
- Companies now compete on data science and modeling to manage fragmented data flows from various sources.
Advertiser Needs
- Mobile attribution is complex and constantly evolving, requiring different levels of understanding from advertisers.
- AppsFlyer caters to a range of advertisers, from sophisticated mobile-first businesses to larger brands with basic app needs.